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LOS ANGELES — Bcom3’s Starcom, Chicago, was awarded the $100 million global media buying and planning account for Sun Microsystems.
The agency prevailed in a bid for the Palo Alto, Ca.-based tech marketer’s business that also included Aegis Group’s Carat, San Francisco, and WPP Group’s Mediaedge:cia, New York. Initiative Media North America was the incumbent.
“As business gets increasingly competitive, media is the differentiator,” said Karen Becker, director of global advertising and sponsorship. “We wanted to leverage the strength of one media partner around the world.
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